2018 BIACRAFT OUTLET LAUNCH CAMPAIGNS

“Omega took hold of our outlet launch campaign firmly with two hands. Leaving mine free to drink a glass or two of beer.”

TIM SCOTT

CEO of BiaCraft Artisan Ales

THE CHALLENGE

BiaCraft Artisan Ales struggled with generating local awareness of new outlet openings.

With ambitious expansion plans for the brand on the horizon, this problem had the potential to become even worse for BiaCraft in a short time.

Realizing this, Tim, the CEO, reached out to us for help.

They needed marketing campaigns for 2 new location launches in November & December of 2018.

The best part:

Tim was more than happy to take a step back to focus on business operations while we did what we do best: build better brands.

UNEXPECTED OBSTACLES

Originally, BiaCraft’s plan was to launch two new locations, both within District 1 of Ho Chi Minh City.

But, negotiations with the landlord of the 2nd location fell through at the very last minute.

What was even worse:

This left us with only one week to completely redesign December’s campaign from the ground up for a new location in Tân Bình District.

The problem was the people of Tân Bình District had never heard of BiaCraft, let alone craft beer.

So, a completely different campaign strategy was necessary to pull off the kind of results we were achieving with November’s campaign.

But guess what?

Thanks to our laser focus on time-saving procedures, we were able to handle it.

And handle it, we did.

THE SOLUTION

BiaCraft’s brand is humorous, provocative, and as Tim says, “irreverent”.

This is something we took to heart, and it features in the content we created for these campaigns.

BiaCraft already had a consistent presence on Facebook with organic engagement averaging near 4%.

So, we chose it as the primary channel for the 2 marketing campaigns to amplify the impact of our campaigns.

We quickly identified 3 areas for improvement for BiaCraft: • None of their content was in Vietnamese, despite over 80% of their customer base being Vietnamese. • Virtually zero video content. • A lack of coordinated social media marketing campaigns – each post was different and unrelated to the next.

After a historical performance analysis, we noticed that posts with Mark, the co-founder, performed best.

So, we decided to feature Mark in our campaigns.

Combining these findings with our mastery of the Facebook platform, we proposed something daring.

To engage our Tân Bình District audience on Facebook, we did 3 things: • Created a hyper-targeted audience by combining a Lookalike Audience with a Saved Audience. • Shot videos around familiar local landmarks Tân Bình District. • Created 2 contests to increase engagement & shareability of BiaCraft content, as well as attendance at the soft opening.

The image used for the “show us your #biacraftbod” contest, taken during the grand opening of the District 1 location.

But here’s where the campaign got really interesting:

We decided to shoot and edit the entirety of these campaigns on an iPhone X.

This was to connect more intimately with BiaCraft’s fans through a raw, familiar content format.

Tim was more than happy to try it out and gave us the go-ahead.

The results speak for themselves.

THE RESULTS

We achieved an over 100% increase in average engagement rate with 27% fewer posts.